“So, um, what actually is copywriting?”
We copywriters have all heard it. Copywriter seems to fall somewhere between Tree Surgeon and Consultant on the scale of brain-boggler job titles.
‘Writing’ is straightforward enough.
‘Copy’ …not so much.
So What is Copywriting, Actually?
For an occupation that lives and dies on the clear use of language, ‘copy’ is a pretty misleading word. If you’re not in marketing, the chances are you only know copy to mean ‘imitate’. And copywrite, hey! That sounds just like copyright! Are they related? Well, no. Not even vaguely.
Therein lies the headscratch.
In (very) short: our job is to persuade. Hang about! We hear you cry. The title said something about activism. That sounds suspiciously like marketing!
Well, hear us out.
Marketing vs Activism
Copywriting is marketing, yes. A skilled copywriter knows how to make a sales pitch in print. But every organisation worth its salt knows it needs marketing, and that includes the good guys. If anything, ethical businesses need marketing most – to get their worthy messages heard above the din of high-stacked, cheap-sold, fast and convenient options.
Writing beautiful copy for conscientious companies is helping to make positive change in the world. It’s making those companies more visible to people seeking their happy solutions. It’s persuading ambivalent folk to make ethical choices. It’s giving a leg-up to the good eggs.
Writing copy for businesses with heart = Taking action to elicit change.
Activism, right there 👆
What do you reckon? Do the ladies protest too much? Are you passionate about spreading the word of values-driven organisations, too? Let’s have a conversation. You can drop your thoughts in the comments, find us on social media or ping us an email. We love a debate.